Women’s-wear retailer Anthropologie is launching a new “inclusively sized” (women’s 16 to 26) collection today. The collection’s name is clear, simple, and elegant: APlus.
Anthropologie’s last foray into fashion sub-branding was the misbegotten BHLDN, which I wrote about in 2011. I am happy to report that APlus is a vast improvement: The capital A evokes the parent brand, and the “plus” in this context is positive rather than pejorative. My favorite label for this category remains Alexander McCall Smith’s “traditionally sized,” but APlus gets a high grade from me, too.
(For more on the use of “plus” in retail – you may be interested to know that at one time in U.S. history the category was called “stout” – see my 2015 post “Plus Is Equal.”)